Knowledge workers, we’ve been told, are the key to the future. In his recent best-seller “A Whole New Mind”, journalist and author Daniel H. Pink suggests otherwise. Read on to find out why – and the opportunities that lie ahead for people who think different.
Is it possible for marketers to achieve the holy grail of advertising effectiveness: short-term sales gains AND long-term brand success? The two goals are usually seen as mutually incompatible, but is that really the case? To find out, we turn to UK researchers who have crunched more than thirty years’ worth of effective ad campaigns and learn some surprising answers.
In common with many retailers, British department store chain John Lewis had devoted most of its promotional efforts to price-based messages. By 2009, the chain was failing, its marketing unmemorable. So what did the company do to reinvent itself and what happened as a result?